Challenge: Redirect Experiments

In the next part of the course, we’re going to talk about an experiment type called a redirect experiment, which is an experiment that directs visitors to two (or more) entirely different pages on your website. This can be a powerful way to make a deep dive into your experimentation and truly get an understanding of which format and features will work best for a potential redesign.

Are you up for a real challenge? Based on what you know about experimentation and variations up to this point, let’s look at a potential redirect experiment and see if you can figure out some important features and functions of a redirect experiment. Getting these questions wrong only gives you a chance to learn more about an important and powerful experimentation approach.

Are you ready? Let’s do this!

You’re conducting a meeting with your experimentation team, reviewing different experiment options and opportunities for the next quarter, when discussion turns to the big topic that’s been looming over the team--after a few successful experiments, you’re being pressured to take more risks and attempt a full functionality and redesign shift for your website, including the app, which is essentially your website reformatted into a mobile-friendly platform.

Leela, head of your design team, has been doing lots of research and has presented four major variations of your potential website redesign and two new radical app redesigns. The new options for the website and app feature dramatic changes to the landing page, so you’ll have to run an experiment that directs visitors to multiple URLs. This is new territory for the team. They have questions. Can you answer them accurately?

How do we track clicks in the redirected variation?

  • Clicks will automatically be tracked on the redirected variation, so we won’t have to worry about any special metrics.
  • The only way we can really track clicks on a redirected variation is to leverage our analytics software to accumulate pageview totals.
  • If we set up our experiment to track clicks on the variation we’re editing within Optimizely, they will automatically track on the redirect.
  • We should be able to easily see the clicks in our redirected variation on our analytics platform.

Can we use the Visual Editor to make adjustments to the pages we’re redirecting to for our Redirect experiment?

  • No, to add your variation pages to your redirect, you will simply add their URL. You will not be able to edit them directly in the Visual Editor.
  • Yes, Redirect variations are treated just like any other variation in Optimizely, so you can do everything to a redirect variation that you could to any other page.
  • Yes, but you can only edit existing elements on the Redirect variations. You may not add new elements to these pages.
  • Yes, but you can only add new elements on the Redirect variations. You may not edit the existing elements on these pages.

What about our third-party analytics? Are they enabled in all the snippets across the site so we can easily redirect to both pages and get seamless reporting? (audiences, referrals, etc)

  • The code for all possible integrations is included in all the snippets, so we won’t have to worry about any conflict or issues with our third-party analytics in our redirect experiments.
  • We’re going to have to use Optimizely’s analytics while we’re running an experiment. They have a full suite of analytics options available, and we can export our results into a CSV document and integrate them back into our analytics platform once we’re done so they are all in one place.

  • Our analytics integrations will work just fine across all of our variations without making any changes or alterations to the snippets. We don’t have to worry about doing anything different there.
  • Code for all possible integrations isn’t included in every snippet because it would chew up bandwidth and slow load time. We will need to enable each separately.

Where do we put the snippet?

  • The snippet only needs to be on the original page--the settings will copy to the redirect as variations.
  • In order for the snippet to perform correctly in both the original and the variation, it needs to be in the exact same place in the code on both pages.
  • The snippet needs to be on both the original page and the redirect page.
  • You need to ensure that the snippet is in the header on the original page so it copies correctly to the variations.